In Manchester, 27% of residents say they use Instagram regularly, more than anywhere else. Sheffield stands out in two areas: 32% of its people scroll through TikTok often, and 30% stream music every day. Sheffield households also top the list for time online, with 32% spending more than five hours a day on the internet. By comparison, only 11% of people in Brighton hit that mark.
The survey also found growing web‑use worries. About 43% of Britons feel they waste time online, and 37% worry about “doom‑scrolling.” A third (33%) say they’d feel more relaxed if they cut back on their screen hours. These figures show a real push for balance, as people juggle work chats, social feeds and streaming services.
Experts say these regional differences could guide local projects and advertisers. Openreach’s deputy CEO, Katie Milligan, added that while it’s great to see how areas adapt to life online, it’s even better that many recognize the need to switch off now and then. This mix of heavy use and self‑awareness paints a clear picture: Britain is more connected than ever, but many are ready for a digital breather.
Featured image from Unsplash, chart from TradingView
